It’s not sexy but it’s vital

By: Sarah Dew Whitsett

If you aren’t regularly and frequently connecting with people, your company is going to have sluggish and erratic revenue.

There are reasons why people can build million dollar referral based businesses. It’s not magic – it’s regularly and systematically connecting with people in their community. 

Online and digital marketing has it’s place and it’s not going anywhere, but it changes, and it is not as dependable or consistent as your basic face-to-face kind of marketing. And, it’s getting more and more costly to do it right. 

So what is the best advice for building a company with dependable and consistent revenue?

Create a system so that you are consistently meeting with allies and colleagues in your world. This becomes part of the daily, weekly, and monthly marketing routines for your company. 

Set aside time in your calendar and make it a priority. As a point of reference, here at Las Peregrinas we consistently have up to 10 hours a week scheduled with what we call ‘meet and greet’ calls. 

These are people in our industry that we think are great, that we like to refer our clients to, or who are just doing great work in the world. We value these relationships because we know this action is what gives us stability, a knowledge of what is happening in our industry, and relationships with people that we have come to love. 

We give this advice to everyone who works with us and I can tell you that the business owners who take this to heart and implement it along with the rest of their marketing strategy come to realize it’s value.

It’s not a fancy email campaign or launch and it’s not a huge speaking gig. It’s not the sexy part of marketing but it IS what moves the needle and gives you stability. 

Don’t leave it out because it’s hard or boring. It’s vital. 


Sarah is cofounder and strategist at Las Peregrinas, a creative and consulting agency. She’s all action and no beating around the bush. A former intensive care unit nurse, if you look closely, you’ll see her continuing to run triage in her work with clients now. It’s in her bones. Sarah’s ears are tuned to the efficient and effective use of time, money, and effort, and which actions need to be taken in which order to get the result you want.

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